Publisher Insight
How to Write Better Headlines for Google Discover
Create legitimate curiosity while preserving accuracy, context, and long-term reader trust.
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Lead with the most interesting truthful angle
A headline should help the right reader understand why the story matters. Use the strongest verified development, consequence, person, place, or tension in the reporting. Avoid generic labels that could describe hundreds of stories, but do not manufacture drama that the article cannot support.
Use curiosity without withholding the story
Readers can be invited to discover an explanation or outcome, but the headline should still establish the subject and stakes. Sensational capitalization, unsupported certainty, vague pronouns, and exaggerated emotional language may win an isolated click while damaging trust and content quality.
Test patterns, not editorial integrity
Compare headline approaches across similar stories and consider click-through rate alongside engaged reading, recirculation, complaints, and corrections. A headline that attracts the wrong audience or causes immediate exits is not a durable success.
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